It’s no surprise that soft drink giant Coca Cola went to extreme measurements (literally!) for their last World Cup campaign. Understanding the tournament has an audience of over 1 billion people, the brand wanted to bridge the social, cultural and geographical divides through their “Happiness Flag” initiative. The design for the 3015 square metre flag came from Brazilian street artist Speto and Argentinian artist Tec, probably two of the biggest national soccer rivalry teams there are.
In the lead up to the event Coca Cola leveraged their social channels encouraging fans to share their ‘footie selfie’ for a chance to be apart of the greatest flag ever.
It was then over to Robert Silvers to recreate the flag using fans photos in a mosactic style layout.“The Happiness Flag” was placed on the pitch before the opening ceremony of the 2014 FIFA World Cup and the digital version is still available online - fans can view an aerial shot of the flag and hover over the mosaic to explore the images.